The financial services sector has witnessed a profound transformation over the past two decades. It has been propelled by technological advancements. From online banking to mobile-first platforms like Revolut and Monzo, the industry is continuously evolving. The integration of Artificial Intelligence (AI) into financial services is set to push the boundaries even further. Offering enhanced convenience and changing how we manage our money.
AI offers the ability to process and analyse vast amounts of data in real-time. It promises to make financial services intuitive, intelligent, and personalised to individual needs. And it can also help to make it more secure.
AI-Powered Personalisation
AI can interpret a consumer’s transaction history and spending patterns to create tailored financial recommendations. These include optimising payment methods, choosing better reward programmes, or suggesting savings opportunities. This degree of personalisation is far more sophisticated than the broad, one-size-fits-all approach currently offered by banks.
The technology can enable ‘predictive cards’ to leverage machine learning algorithms to set personalised credit limits and rewards based on an individual’s financial behaviour. By predicting future needs, AI-powered tools can offer a more holistic view of one’s finances. They can improve financial literacy and promote better financial decision-making.
Consumers are increasingly warming to the idea of AI in financial services. According to Marqeta’s 2023 Consumer Pulse Report, 36% of consumers in the US and the UK expressed interest in using AI tools to help manage their finances. This figure rose to over 50% for consumers under 50, indicating a clear demand for personalised AI-driven solutions.
Unlocking Access to Credit
Access to credit is a significant factor in financial inclusion. AI has the potential to expand this access by transforming how creditworthiness is assessed. Traditionally, credit approval processes have relied heavily on limited data points, such as a person’s credit score and income. However, AI can analyse a broader range of data, from spending patterns to social media behaviour. This can provide a more nuanced assessment of an individual’s creditworthiness.
By using advanced machine learning models, AI can process this data at incredible speeds. This allows more people to be approved for credit faster and with greater accuracy. It can be particularly beneficial for individuals who may have struggled to secure credit through traditional methods, such as younger consumers or those without a lengthy credit history.
Generative AI (GenAI), which builds upon traditional AI by predicting and creating entirely new behaviours and patterns, also holds promise in this area. As the use of GenAI tools grows, we can expect more tailored financial products that respond to each consumer’s unique needs. Moreover, this could include personalised loan offerings or dynamic credit options that adapt in real-time to a person’s financial situation.
Fighting Fraud
While personalisation is one of AI’s most exciting applications, its ability to detect and prevent fraud is another crucial benefit. Fraud detection is a near constant battle across financial services, with millions of transactions processed every minute across the globe. Identifying suspicious activities quickly and accurately is essential for maintaining trust and security.
Machine learning algorithms are adept at spotting irregularities that might be missed by human analysts or even traditional software. Additionally, these systems can identify patterns that indicate potential fraud and alert financial institutions instantly, allowing them to take swift action.
Furthermore, as fraud techniques evolve, AI systems will continuously learn and adapt, staying one step ahead of cybercriminals. This capacity to evolve will make AI an invaluable asset in the fight against fraud.
AI and Embedded Finance
Embedded Finance, the process of integrating financial services into non-financial platforms, has already begun reshaping how consumers and businesses interact with money. AI is set to accelerate this trend, enhancing the capabilities of embedded financial tools with real-time data processing and hyper-personalisation.
For instance, businesses could use AI-powered embedded finance solutions to offer tailored payment options at checkout based on a customer’s purchasing behaviour. This could include personalised financing options, such as Buy Now, Pay Later (BNPL) services, or optimised rewards based on previous transactions. Companies like Marqeta are already exploring AI’s potential to elevate embedded finance, making these interactions seamless and highly personalised.
The Future of Finance
Financial services in 20 or just 10 years from now will likely be unrecognisable compared to today. AI will play a central role in shaping this evolution. Consumers and businesses can expect a future where financial products are deeply integrated into everyday life. However, not as separate, standalone services, but as seamless, invisible enablers of transactions and financial management.
GenAI will become increasingly sophisticated, offering predictive insights that can help consumers manage finances with greater precision. For businesses, AI-driven solutions will enable more efficient operations, cost reductions, and enhanced customer engagement through personalised offerings.
In this future, consumers will enjoy unparalleled convenience and flexibility. Payments, credit, and financial planning will be customised to fit the individual, with AI continuously learning and adapting to offer better recommendations and insights. This will lead to greater financial literacy, broader access to credit, and improved financial security. Additionally, financial service providers will gain much greater control over fraud and other security challenges.
